Brand identity for professional service and legal firms is stakeholder-intensive, compliance-aware, and global in scope. The work has to survive legal review, partner approval, and rollout across dozens of offices. I've developed these programs for Deloitte, Andersen, Accenture, Baker McKenzie, Venable, and Honigman.
Honigman: A fresh rebrand
As part of Honigman's in-house Design Center, I contributed to a brand refresh and delivery of a brand identity system for the firm. I also develop PowerPoint decks, social media, digital ads, and business development materials. Honigman is an Am Law 200 firm with offices in Michigan, Chicago, DC, and Israel. Due to NDA, detailed work cannot be shown.
“Dave approaches every project with both a creative curiosity and a collaborative warmth, regardless of its size.”
Bracewell: Texas enthusiasm + New York intensity
Bracewell a Houston-based national law firm, needed a new name, brand strategy, and visual identity to reflect a new name partner from NYC and a fresh focus on their offerings. The launch included a revised logo, brand strategy, visual identity, website redesign, photography, and a grab-and-go business development folder kit designed for attorneys in the field.
Delivering results for Baker & McKenzie
Baker & McKenzie set out to redesign their logo. After a year-long process, the decision was to keep the mark but overhaul the brand architecture and marketing system. The real challenge: making the new system work across 70 international offices. As creative director, I led the development team for a brand identity system, guidelines, templates, and an internal brand management website that gave marketers worldwide the tools to apply the identity consistently without oversight.
2008 brand identity refresh
From Arthur Andersen to Andersen
When Arthur Andersen rebranded as Andersen, Enterprise IG in London created the initial brand architecture. My team was brought in to turn that theoretical framework into a working system and deliver it for the global launch. We applied the new visual identity across 122 items of marketing literature, webpages, and over 120,000 photographs under a tight deadline. We also developed a training immersion program for employees on how to use and apply the new identity.
“Without exception, Dave exceeded our expectations to provide beautifully considered design solutions.”
Differentiating Deloitte
When Deloitte unified its global branding, the U.S. Tax Practice wanted to be the first group to apply it and create a differentiating sub-brand. My team recognized that multiple service lines couldn't share one message without redundancy, so we created a series of alternative themes under 'Stay on Top' that gave marketers variety while maintaining brand coherence.
Venable: A modern refresh
Venable wanted a modern refresh without a new logo. As creative director, I led a brand identity redesign that included a simplified proposal system, marketing collateral, and a brand toolkit with color, typography, layout, and photography specifications. The goal was a system that felt current and approachable while remaining appropriate for a firm in a conservative industry.
LRN: Branding ethics
Based on my work with Andersen and Deloitte, LRN brought me in to build a more compelling visual identity system around their existing logo and extend it across marketing collateral, white papers, website, and custom photography. The system is still in use today.
“Dave consistently delivers elegant, thoughtful design solutions that bring a brand’s story to life across all touchpoints.”
Grant Thornton: Status Go
As creative director at Omobono, I developed campaign directions with a strategy writer to pitch to Grant Thornton. The resulting campaign, 'Get up and StatusGo,' positioned the firm as the alternative to formula-driven competitors.
“Dave is strong in mentoring and getting the best out of his staff. He is supportive and collaborative in a way that is rare in people at his level. ”